Contents:

Introduction

This dashboard helps you track the impact of your broadcast emails so you can identify opportunities to optimise your broadcast marketing strategy for the best customer experience.

  • You can report on the performance of all broadcast campaigns both, collectively and individually, over your choice of date ranges.
  • Review both: the campaign’s and its split-test variants’ performance in a single report from the Campaign List table.
  • Find out what subject lines contacts are opening most.
  • Analyse email template performance and find out the best areas to place your links for future email templates.
  • You can also find out how well your CTAs are performing and decide on its copy.

1. Access the Broadcast Campaigns Performance Dashboard

To access the broadcast campaigns performance dashboard, go to Campaigns > Campaign Performance > Broadcast Campaigns as shown in the image below.

Fig 1: Access Broadcast Campaigns Performance dashboard


2. Analyse Overall Performance of all Broadcast Campaigns

Fig 2: Overall Broadcast Campaigns performance dashboard

This broadcast campaign performance dashboard enables you to monitor the overall impact of your broadcast campaigns sent through Ometria.

The dashboard shows you email performance analytics distributed in four visuals: the broadcast emails funnel, the Device Performance panel, the Lifecycle Breakdown panel and the Campaign Lists table.

It makes sense to define a date range for which you want to analyse your broadcast campaign. For example, you might want to know how your broadcast campaigns performed in the last 28 days. See Select date period to pick time interval.


Select Date range

Fig 3: Pick date range for predefined intervals or select custom range

The date bar in orange lets you define a range of date intervals including from a custom range option.

Once you select the date range and Apply, the dashboard will update to display information on all broadcast emails sent out within the date range.

Note that these dates define the date that a broadcast campaign email was sent. And it should not be confused with the date that a contact receives or interacts with an email.

E.g. if you select the last 28 days, the dashboard will display all broadcast emails that have sent out in the last 28 days. These can include both:

  • emails that contacts have interacted with,
  • as well as emails that contacts haven’t interacted with.


Select Campaigns

Ometria also gives you the option to filter out or analyse only a selection of broadcast campaigns. You can select as many as you want.

Fig 4: Select the campaigns you require or select all campaigns

2.1. Broadcast Funnel

Fig 5: The broadcast campaigns sales funnel

The broadcast campaigns funnel visualises how many contacts have passed from one stage of the funnel to the next. The five stages are Email sent, Delivered, Opened, Clicked and Orders.

  • The numbers at the bottom of the funnel are the contact percentages at that stage of the funnel.
  • The percentages in the grey irregular pentagons represent the contacts that have passed from one stage of the funnel to the next.

You can view the contacts in each stage of the funnel and access the Segment Explorer for that specific segment, in the time range selected. Just click on View Contacts at the relevant stage.

E.g. if you click on View Contact at the Clicked stageyou will be able to analyse the performance of the group/segment of contacts that have:

  • clicked through broadcast emails,
  • belong to campaigns selected at the top right
  • and were sent in the date range selected in the orange bar.

You can also access the Orders Report for the orders placed by contacts in the selected campaign.  Just click on View Orders at the end of the funnel.

Takeaways
  • The broadcast funnel shows how many contacts have passed through each stage of the broadcast emails funnel from ‘sent email’ to ‘orders’.
  • Analyse the contacts at each stage by clicking on View Contacts.
  • You can also access Orders Report for contacts who placed orders.


2.2. Device Performance

Fig 6: Device Performance

The Device Performance panel is where you find out which device users are using most to interact with emails: mobile, desktop or tablet.

The coloured bar gives an overview of opens, while the table below right below it, quantifies click-to-open rate (CTOR), order-to-open rate (OTOR) and revenue by emails, per device: mobile, desktop or tablet. See image above.

Please note that these opens are unique per device. It means if I open an email on my mobile, desktop and tablet, these will count as three different opens - one open from each device. However, if I reopen the email several times on any device, it will still count as one open.

Takeaways
  • The Device Performance panel enables you to find out which devices users use to interact with emails and how much.
  • Opens are unique per device, and disregard multiple opens from the same users on the same devices.


2.3. Lifecycle breakdown

Fig 7: Lifecycle breakdown  

The Lifecycle Breakdown graph is where you find out how contacts in each separate lifecycle stage are interacting with the broadcast emails sent through Ometria.

So this graph answers questions like “How are my leads interacting with broadcast emails vs how are my active customers interacting with broadcast emails?”.

Note that these lifecycle stages depict that stage in which the contacts were at the time of sending the campaign. It should not be confused with contacts’ current or real-time lifecycle stage.

E.g. The lifecycle stage of a lead contact could change after purchasing a product (even if the contact was a lead at the time the broadcast email was sent). However, in the above graph, the contacts lifecycle stage will still be shown as lead, as that’s what its lifecycle stage was at the time the email was sent. This helps to make accurate analyses of your broadcast campaign.

Takeaways
  • The lifecycle breakdown panel allows you to analyse how contacts in each lifecycle stage interact with emails.
  • The lifecycle stage shown is the stage at which the contacts were at the time of send. And they should not be confused with the current lifecycle stage or the stage at the time of viewing this panel.


2.4. Campaign List

Fig 8: Campaign List

The Campaign List is a comprehensive table listing all your sent broadcast campaigns, as well as individual split variants of those broadcast campaigns.

Each row lists an individual campaign or campaign variant alongside its several email performance metrics.


2.4.1. Select Performance Metrics

You can select as many performance metrics as you want to analyse against, as shown in the list below.

Fig 9: Select as many performance metrics as needed. Scroll right to view added metrics.

All campaigns can be analysed by the following list of email performance metrics:

  • Contacts targeted
  • Emails sent
  • Emails delivered
  • Email opens
  • Email clicks
  • Email bounces
  • Email hard bounces
  • Email soft bounces
  • Number of unsubscribes
  • Number of complaints
  • Delivery rate
  • Open rate
  • Click to open rate
  • Unsubscribe rate
  • Complaint rate
  • Orders
  • Total Revenue
  • Average order value
  • Revenue per email


2.4.2. Export Campaign Performance List

You can export all these campaigns performance metrics as a CSV by clicking the Export button on the top-right of the Campaign List table. See the screenshot below.

Fig 10: Export all broadcast campaigns and campaign variants performance stats to CSV

If you often export your campaign performance metrics, this table is handy as all broadcast campaigns and variants are present in the same screen.

So you can save time by not having to access each variant performance report individually from the  Tests tab, to view variant performance. And instead, export all metrics from the same view via the Campaign List.


2.4.3. Show/Hide Campaign Variants

You can always choose whether or not you want to view broadcast campaign variants in the same screen. Just select Yes or No from the Show Variants drop-down box, as shown in the image below.

Fig 11: Select whether or not you want to view the performance of campaign variants in the same list as campaigns

Also, make sure you have Variants ticked in the performance metrics drop-down list as shown in the.

Fig 12: Select variants in the performance metrics list.

Takeaways
  • The Campaign List is an immediate way to analyse all your broadcast campaigns and campaign variants against any performance metrics you choose.
  • You can show or hide variant performance details from the campaign list, by selecting the right option from Show Variants.
  • When reporting performance of broadcast campaigns you can export the performance metrics for all campaigns and all variants in a specific date range in the same screen.

3. Analyse performance of an individual broadcast campaign

Fig 13: Open the performance report of an individual campaign variant by clicking on it

To analyse the performance of an individual campaign or campaign variant, locate it in the Campaign List table and click on it to open its performance report.

You will then go through to a detailed performance dashboard for that individual campaign.

The Overview tab appears first in this performance dashboard. Each tab enables you to analyse a particular aspect of the selected broadcast campaign or broadcast campaign variant.

Fig 14: Navigate between tabs  and newer and older campaigns to analyse their performance


To navigate between tabs in the performance dashboards, simply click on the one you need to jump to.

To navigate to the previous or next broadcast campaign click on the Newer or Older button. This is particularly helpful if you have a high volume of broadcast campaigns sent that you need to review.


3.1. Overview

Fig 15: The overview tab gives you a quick summary of how your campaign is performing


The Overview tab, as its name suggests gives an overview of the selected campaign. The broadcast funnel and Device Performance panels work in the same way as in the previous overview screen.

The only noticeable difference is that these display analytics for the selected campaign/campaign variant only.

Noteworthy campaign metrics are displayed as KPIs right below the funnel visual, all of which include tooltips. So if you’re struggling to understand what a particular metric means, simply hover over it


3.1.1. Recipients

Fig 16: Recipients panel shows how many contacts were sent each campaign variant.

The Recipients panel shows the percentage and number of contacts that were sent a broadcast campaign. It also shows you whether or not there was a suppression list selected for this broadcast campaign.

Each coloured blocks depicts a split test variant of the broadcast campaign. The percentage next to a coloured block displays what percentage of contacts were sent that particular variant.

If you want to see a more granular report for each split test variant of the selected broadcast campaign, it’s best to look at the Tests tab.


3.1.2. Delivery

Fig 17: Delivery panel in the Overview tab with no split-test variants

Fig 18: Delivery panel in the Overview tab showing two split-test variants

The Delivery panel shows details of when the campaign was sent and what delivery options were used.

So, this is where you can see the send time for each variant of the campaign, and if your campaign was sent in batches, it displays the time interval between each batch.


3.1.3. Campaign details


Fig 19: Campaign Details

The bottom-most Campaign Details panel give a quick summary of the campaign email. It shows campaign title, subject line, from name, from email address and any UTM parameters linked in the emails.


Takeaways
The Overview tab gives you a summary of how your broadcast campaign is performing. It uses four visuals to show you quickly:
  • How many contacts have passed from one stage of the email marketing funnel to the next? (Broadcast funnel)
  • Which device users are using most to interact with the emails: mobile, desktop or tablet? (Device Performance)
  • Key email performance metrics
  • Number of recipients of each variant, if applicable (Recipients)
  • When the campaign was sent and what delivery options were used. (Delivery)
  • Campaign details: Title, Subject line, etc.


3.2. Contact Analytics

Fig 20: Contact Analytics tab


3.2.1. Group campaign metrics by contact dimension

The Contact Analytics tab enables you to group and analyse email and revenue metrics by contacts’ lifecycle stage, gender, home country, home store and signup date. You can select any of these dimension as shown below.


Fig 21: Select a contact Dimension to group email and revenue metrics by


Once selected the Contact List will update accordingly.

Note: Just like in the Lifecycle Breakdown panel, contact attributes represented in this lifecycle panel are recorded at the time of send and not at the time of analysis.

You can select as many performance metrics as you want to analyse against the Dimension chosen.

Fig 22: Select the performance metrics you want to analyse


And of course, you can export this data to a CSV by clicking on the Export button.


Takeaways
  • The Contact Analytics tab enables you to group and analyse revenue and broadcast email KPIs by the contacts’: lifecycle stage, gender, home country, home store and signup date.


3.3. Content

Content is where you can see what your sent template(s) looked like. If you sent split-test variants, there would be multiple variants of email templates shown each labelled with its variant name in a coloured card.


3.4. Links

Fig 23: Analyse the performance of links in your broadcast email templates from the Links tab

The Links tab enables you to analyse the performance of the links placed inside your templates in different areas.  

  • Link URL: lists the actual URLs of the link placed in the template
  • Link Name: The name you give a link so its easy for you to identify it. E.g. “CTA-Buy Now”, “Product-Jacket”, etc.
  • Block Type: The block in which the link was placed, e.g. a button or a product image or home banner.
  • Number & Percentage of Clicks:  Denote the number and percentage of clicks for the particular link
  • Number and Percentage of Unique Clicks: Denote the unique number and percentage of clicks for the specific link. So if the same contact clicks through a link more than once, it won’t be counted in these two columns.

This is a great tool to understand where, and how to place your links in a template to receive maximum click-throughs.

E.g., are your hero images generating engagement? Are specific CTA messages driving engagement over others?


Takeaways
  • The Links tab enables you to analyse the performance of the links placed inside your email templates
  • It helps you answer questions like:
    • Where to put your links in the template to receive maximum click-throughs?
    • Are your hero images generating engagement?
    • Are specific CTA messages driving engagement over others?


3.5. Tests

Fig 24: The Tests tab lets you analyse the performance of individual variants

The tests tab can be used to analyse split test performance.

E.g. if you are split-testing subject lines in your broadcast campaign you can find out which subject line is performing best.

You can also test different CTAs in different split test variants and see which variant is performing best.

The list will display stats of all test variants.

And a preview of each variant will be displayed below the Variants table.


Takeaways
  • The Tests tab enables you to analyse the performance of each of your split -test variant.
  • It helps you answer questions like:
    • Which subject line is performing best?
    • Which CTA copy is performing the best? Etc.